Hannah Montana takes mobile gaming to retail

The first of the gift cards is available at 600 Sainsbury's stores across the UK, priced at £5.99. Customers who purchase the Hannah Montana cards will be able to go online to download games, screensavers and ringtones.

“Hannah Montana is a worldwide phenomena with a passionate fan base for whom mobile phones play a big part in their lives. Bringing the mobile content to retail in a tangible product is a great way for the consumer to find the content they are looking for whether they are buying for themselves or as a gift for a fan,” said Sunil Gunderia, vice president, head of mobile for Disney Interactive Studios, Europe.

“The Hannah Montana bundle pack is fantastic value offering fun games and the ability to personalise your phone all at one great price.”

Yvonne West, manager of gift cards at Sainsbury’s added: “We are delighted to be the exclusive retailer of Hannah Montana mobile gift cards. We are confident that the combination of an on-shelf product and the mass market appeal of Hannah Montana is an important step forward for mobile content distribution and retail will play a key part in this sector going forward."

The gift card initiative hopes to capitalise on the ongoing popularity of the recently released Hannah Montana movie.